The Hospitality Sales and Marketing Association International celebrated the best in travel marketing at the Adrian Awards celebration on Feb. 18 at the New York Marriott Marquis, with more than 500 industry and agency executives in attendance. This year, the 68th annual competition theme, “Wish You Were Here,” celebrates the moments and contributions that comprised the most innovative and successful travel marketing, public relations, advertising, and integrated campaigns.
“The Adrian Awards are a testament to the ingenuity and passion of hospitality marketers who continue to push boundaries and redefine what is possible in travel marketing,” Brian Hicks, rresident and CEO of HSMAI, said in a statement. “This year’s winners have delivered outstanding campaigns that have broken the mold, achieved incredible results, while also engaging meaningful connections with travelers worldwide.”
This year’s honorees:
HSMAI Adrian Award Platinum Winners 2024:
Digital
- Marriott Bonvoy for Marriott Bonvoy Land
- Puerto Rico Tourism Company and agencies ROCA Marketing, KIS Agency & VML Puerto Rico, for Pasaporte a la Aventura (Passport to Adventure)
- Kentucky Department of Tourism and agency Miles Partnership for Fireside Fortune Video Series
Integrated Campaign
- Puerto Rico Tourism Company and agencies ROCA Marketing & JSD Agency for Puerto Rico Sí (Puerto Rico Yes!)
- Visit Rapid City and agency Digital Edge Marketing for Visit Rapid City’s Regional Meetings Campaign
- Visit Seattle and agencies Copacino Fujikado and C+C for Love For All Boat
- Park County Travel Council and Cody Yellowstone and agency VERB Interactive for Cody Yellowstone, WILD Forever
Public Relations
- Omni Hotels & Resorts for SOLARBRATION
- The National WWII Museum and agency MMGY for Celebration and Reflection: Launching the New Liberation Pavilion
- Hilton for Hilton’s Global 2024 Trends Report: Spotlighting Generational Insights for a Fresh Look at Travel Trends
Advertising
- Port Aransas Tourism Bureau & Chamber of Commerce and agency Madden Media for Find What You Need in Port A Guerrilla Marketing Campaign
- Visit Costa Rica and agency MMGY for More Essential Than Ever
- Marriott International for The Marriott Bonvoy x NCAA Game Day Rituals Campaign: NIL Athletes
HSMAI Adrian Award Best of Show Winners 2024:
- Digital: Marriott Bonvoy for Marriott Bonvoy Land
- Integrated Campaign: Puerto Rico Tourism Company and agencies ROCA Marketing & JSD Agency, for Puerto Rico Sí (Puerto Rico Yes!)
- Public Relations: Omni Hotels & Resorts for SOLARBRATION
- Advertising: Port Aransas Tourism Bureau & Chamber of Commerce and agency Madden Media for Find What You Need in Port A Guerrilla Marketing Campaign
At the awards ceremony, HSMAI honored the 2024 class of Top 25 Extraordinary Minds, which recognize exceptional sales, marketing, revenue optimization and distribution leaders in hospitality, travel and tourism organizations for their achievements in the preceding 18 months.
Two industry leaders were awarded HSMAI Career Achievement Awards. Michelle Woodley, president of Preferred Travel Group, received the Albert E. Koehl Award for Career Achievement in Hospitality Marketing. Victoria (Vickie) de Falco, principal & co-founder of Redpoint Marketing PR Inc, received the Winthrop W. Grice Award Hospitality Public Relations.
This year, the event also took a moment to honor the legacy of the late HSMAI President and CEO, Bob Gilbert.